Tonight, we applaud the achievements
of three very deserving organizations: American Airlines,
The New York Times Company, and True North Communications.
These three distinguished companies are all important
members of the advertising community.

The overwhelming success of this evening's event is
a tribute to the respect and admiration we all share
for these awardees, and for the important work of the
AEF.

I'm proud to welcome our three distinguished representatives
from each of the foundation's constituencies; from True
North Communications, Agency Awardee David Bell…
from American Airlines, Advertiser Awardee Mike Gunn…
and from The New York Times Company, Media Awardee Janet
Robinson. Through their collective accomplishments,
these companies, and the individuals who are accepting
these awards on their behalf, have all promoted and
supported the advertising industry.

Outstanding companies like those we honor tonight are
an invaluable resource for the advertising community.

Agency
Awardee
True North Communications
David Bell, Chairman & CEO

I stand here humbled and proud of this recognition
and honor… humbled because anything I have done
only attempts to follow the huge footsteps of those
who have gone before …giants like Gene Kummel,
Al Seaman, Ed Ney, Bart Cummings and others…real
leaders!

Giants who have left a legacy of giving back and a
message for all of us that giving back keeps our industry
unique and strong. Incidentally, these are men who were
leaders/founders of the AEF.

During the day they competed against each other with
extraordinary fierceness but by night they worked together
to give back and to make this business a better place.

…And it is that legacy that makes me proud…proud
of this business that, unlike many others, does give
back - in our work with the ad council, scholarships
for minorities, self-regulation and major contributions
to literally hundreds of pro bono efforts, to name just
a few.

This is an industry that gives back.

…And this award, and indeed the AEF's existence
- (imagine if you will leaders of the industry raising
over $10 million in funds to educate others about advertising.)
Yes, this organization's existence is testimony to their
giving back.

In accepting this honor, I only hope that in some small
way, together, we will ignite others to follow in the
footsteps of those giants who taught us the way long
before.

I'm deeply honored to be here to accept this award
on behalf of American Airlines and our partners at Temerlin
McClain, Liener Temerlin and Dennis McClain. This evening
is important to me, not because of what we as marketers
and advertisers have done. But for what we can do.

At American Airlines, we like to think that advertising
represents a promise - an inherent truth about the product
that customers can acknowledge and trust to always be
there. And out of that promise - that truth - can come
brand loyalty that, if nurtured, will last a lifetime.
After all, this is what makes people feel good about
what they buy. And they will … if they feel they're
not just buying a product, they're buying a promise.

Big difference.

That's why we, as advertisers and marketers, must do
more that just hold a mirror up to our products. We
must create an image - a brand image of what our promise
means. Consider this:

When you hear "Waaa-sssuuup?" Are you having
a beer or bonding with a friend?

Big difference.

Is it a loud, out-of-tune motorcycle … or a Harley?

Big difference.

Are you catching a plane … or pursuing a business
opportunity?
Are you catching a plane … or setting off on vacation?

What I'm saying is, we have a powerful influence on
the way people see things … see others … and
in some cases, see themselves. Especially younger people.
Because by design, people derive an image of themselves
and others from our work, from our promise. So we must
never forget the responsibility we hold. And how important
it is to guide those following in our own footsteps.

This is why the work of the Advertising Educational
Foundation is so important to our advertising and marketing
community. By supporting advertising education and cultivating
the best and brightest from our colleges and universities,
we're ensuring the future quality of advertising and
marketing. And … the responsibility of our industry.

So if I were to "brand" the AEF … I
would position it as … not just another ad organization,
but as professionals working together to make sure our
industry keeps its promise to be responsible.

So thank you, AEF, for the promise. And thank you -
on behalf on American Airlines and my partners at Temerlin
McClain - for this award.

Media
Awardee
The New York Times Company
Janet L. Robinson
President and General Manager
The New York Times
Senior Vice President,
Newspaper Operations
The New York Times Company

The New York Times Company is deeply honored to be
the first recipient of the AEF media award.

All of us at the Times Company salute the AEF's educational
mission. It is a mission that our company has long shared.
In fact, the core purpose of the New York Times Company
is to enhance society. I can think of no better way
to achieve this than by ensuring that our youth receive
the finest possible education.

The New York Times Company is deeply committed to education
in a variety of ways, whether through our newspaper
in education program, the New York Times College Scholarship
Program, the New York Times Upfront Magazine for teens,
or our latest creation, the College Times web site,
to name but a few.

Of course, a critical component of a good education
is an understanding of advertising's role as an economic
engine for our society. Advertising is vital to our
collective future.

This fall, as you may be aware, the New York Times
celebrates its 150th anniversary. From the very beginning,
advertising has been an essential part of who we are.
The pages of the Times have long offered a wide marketplace
for the exchange of goods and services as well as ideas.
Advertising will continue to be vitally important for
us as our company pursues a future that embraces all
media - print, digital and broadcast.

Without advertising to provide the financial underpinnings,
a free and unfettered press is simply not possible.
There is another important celebration in our company's
history that I would like to share with you tonight.

It was exactly thirty years ago today that the New
York Times first published the Pentagon Papers. This
action provoked a constitutional crisis that resulted
in a landmark Supreme Court ruling, a ruling that struck
down prior restraint of the press. This decision allowed
the Times to continue publishing documents that exposed
a pattern of deception on the part of our nation's leaders.

Those events of a generation ago continue to have deep
meaning for us today, as they should to all Americans.

On behalf of the New York Times Company, our thanks
to AEF for supporting education and a better understanding
of advertising's important role in our society. It is
a mission we are proud to support.